Berkeley-Haas Professor Emeritus David Aaker discusses how brand personality can elevate the understanding of customer motivation, self-expressive benefits, and customer attachment to a brand.
Well-known in his field as one of the world’s top marketing strategists, David is the creator of the Aaker Model™ and has published more than 100 articles and 15 books in the field. David is currently vice chairman of Prophet, a global marketing consultancy co-founded by two Haas alums Scott Galloway and Ian Chaplin, both MBA ’92. Michel Dunn, MBA ’90 is the current Chairman and CEO.